Company: SquareTrade, San Francisco, CA
Entry Submitted By: Frank PR
Company Description: SquareTrade is the top-rated protection plan trusted by millions of customers for its fast and exceptional service. SquareTrade protects mobile devices and other consumer electronics and appliances from malfunctions, accidental damage and life's frequent mishaps. Privately held, SquareTrade's investors include Bain Capital and Bain Capital Ventures.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Services

Nomination Title: SquareTrade Teaches Customers about Device Damage with the Breakability Index

Tell the story about this nominated campaign since January 1 2013 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

In April 2013, SquareTrade introduced its Breakability Index - a new Richter Scale for device danger designed to help consumers make the best choice when it comes to electronics purchases. As consumers rely more heavily on mobile devices - taking them everywhere and using them for everything, SquareTrade thought it made sense to test a device's "Breakability," - a gap left by traditional product reviews. How likely is it to suffer damage from the drops, spills and falls of everyday clumsiness?

SquareTrade created a robot to simulate common danger situations and a scoring system that tests devices across 8 categories: front panel, back panel, size, weight, grip-ability, water resistance, friction co-efficient and drop test.

In the last year when a new mobile device launched, SquareTrade sent a team member out to be among the first to purchase the device to test against competing products. After running the tests and calculating results, SquareTrade released the data across multiple channels by distributing press releases and infographics to media across the country, posting the drop test videos on SquareTrade’s YouTube channel, sharing the results across SquareTrade’s social media platforms and coordinating press interviews with company executives to discuss the findings

SquareTrade first tested the new Samsung Galaxy S4 against the Samsung Galaxy S3, and the iPhone 5. The test found that the new S4 was the most breakable of the phones tested, which made national headlines including stories in the Los Angeles Times, Bloomberg Businessweek as well as Business Insider and generated more than 500,000 views of the drop test on YouTube.

SquareTrade expanded the Breakability Index to tablets and in August, tested the new Nexus 7.2 tablet, which again drove thousands of views on YouTube.

The Breakability Index conducted in September 2013, which tested the iPhone 5 series against the Samsung Galaxy S4 and Moto X, was particularly newsworthy because SquareTrade found that the underdog - the Moto X - was the least breakable of the devices! This received broadcast coverage in more than 40 states and more than a half a million YouTube views. Outlets including Associated Press, All Things D, TIME and The Huffington Post also covered the results.

The last Breakability Index, which tested the Samsung S5 series against the HTC One M8, iPhone 5 and LG Nexus 5, showed that the Samsung S5 is more durable than the Samsung S4 as well as the other devices tested and resulted in an Associated Press exclusive, national on-air coverage on ABC, NBC, FOX and CBS as well as a story on Yahoo! Tech and dozens of other business and tech outlets.

In the last year, millions of people consulted SquareTrade’s Breakability Index and Drop Tests at youtube.com/electronicbreaks to compare the durability of the newest gadgets. The YouTube videos illustrate the importance of having a protection plan for valued electronics by showing accidental damage as it happens in real time. The Breakability Index has helped millions of people understand just how prevalent accidental damage is – and it also established SquareTrade as a thought leader and innovator.

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SquareTrade is the top-rated protection plan trusted by millions of customers for its fast and exceptional service. SquareTrade protects mobile devices and other consumer electronics and appliances from malfunctions, accidental damage and life's frequent mishaps. Unlike old-fashioned warranties, SquareTrade is designed for today's consumer and uses innovative technology to deliver a zero hassle claims process. SquareTrade has more than 200,000 fans on Facebook, consistently wins industry awards and receives thousands of 5-star reviews for its customer service. Top retailers offer SquareTrade, achieving significant sales growth and happier customers. Privately held, SquareTrade's investors include Bain Capital and Bain Capital Ventures.